INSLATT
Creating a brand that gives leadership a human voice.
When long-time collaborator Pete Rushmer came to us with a new idea, a mastermind group and podcast for business leaders, it wasn't a fresh start. It was the next natural step in a story we'd been helping him tell for years.
From Flagship Partners, where we first defined the digital home for his consultancy, coaching and training, to PETE, his personal leadership and speaker brand, and now to It's Not So Lonely at the Top (INSLATT), our partnership with Pete has been one of evolution, refinement, and relentless clarity.
Each brand has deepened its message and sharpened its connection with its audience. INSLATT brings that journey full circle: a confident, contemporary platform that gives voice to the real challenges and reflections of leadership.
The Challenge
Leaders are often portrayed as unshakeable, the ones with all the answers. Pete wanted to challenge that perception. His vision for It’s Not So Lonely at the Top was to create a space where leadership could be honest, vulnerable and human — a space for conversations that matter, not clichés about “hustle” or “mindset”.
But the challenge wasn’t just conceptual. Pete already had two established brands, Flagship Partners and PETE, each with their own audience, tone and digital presence. INSLATT needed to feel distinct yet connected; confident on its own, but clearly part of Pete’s wider ecosystem.
It couldn’t simply be another brand. It had to become the natural extension of Pete’s leadership voice — one that amplified his purpose rather than diluting it.
The Approach
We began with what we always start with: questions. What does leadership really sound like when you strip away the polish? What does honesty look like as a visual language? How can vulnerability be designed?
Our process with Pete is famously collaborative — or, as he puts it, “the ability to have frank conversations. Sometimes things don’t work, but there’s mutual accountability and a shared commitment to adjust and get it right.” That directness shaped every creative decision we made.
Naming & Strategy
The name “It’s Not So Lonely at the Top” came from a simple truth: leadership isn’t about isolation; it’s about connection. The phrase reframes the familiar saying into something more hopeful, grounded, and real — perfectly matching Pete’s tone as a coach and communicator.
From there, we built a strategic framework that positioned INSLATT as more than a podcast or mastermind. It became a leadership brand; one that invites others to step into meaningful dialogue, not just listen passively.
Brand Identity
The INSLATT identity takes its cues from Pete himself; bold, structured and unapologetically clear. It’s a brand built on precision and warmth, where confidence meets composure.
The visual system is grounded in geometry and rhythm. Every graphic and border begins with a rotated square or rectangle, creating movement within structure — a quiet metaphor for progress and reflection. The layout language is clean but never sterile, giving each touchpoint room to breathe and speak with intent.
The colour palette blends openness and authority: pure white for clarity, near-black for depth, red for conviction — and a distinctive yellow drawn directly from the PETE brand, serving as a subtle through-line between his ventures. That continuity is deliberate: a visual “easter egg” for those who’ve followed Pete’s evolution, and a signal that these brands are part of the same story.
Typography continues that balance of presence and humanity. Platypi, used for headings, is assertive yet elegant, while Outfit, used for body text, carries warmth and approachability. The combination feels intelligent without ever becoming corporate.
The result is an identity that’s confident without shouting, refined without restraint — unmistakably INSLATT.
The Result
It’s Not So Lonely at the Top launched as more than a brand — it launched as a movement. It resonated deeply with Pete’s audience, giving tangible shape to the kind of leader he is and the kind of conversations he wants to lead.
In Pete's Words:
"It's really created an identity for my coaching, differentiated the offering and brought real clarity to what the offer and the value are."
More than that, it's become the connective tissue across everything Pete does. The consistency of vision and tone — from Flagship to PETE to INSLATT — has created a brand ecosystem that feels effortless and intentional.
As Pete puts it:
“Working with Geek has meant that the themes, look and understanding are woven consistently throughout our marketing, branding and digital presence. The tone aligns, the purpose aligns, and the brands communicate strongly together.”
And the impact goes beyond branding,
“Geek has helped me raise the standard of how I communicate about the business and the expectations I set for myself and my team. Quality is the keyword.”
For us, INSLATT is proof that when creative partnership is rooted in trust, honesty and challenge, the results speak with authority — not volume.
Digital & Social
We designed and developed the INSLATT website to be a living hub — a space where the podcast, mastermind programme, and wider leadership resources coexist seamlessly.
The social media system was built to scale: clear templates that carry the brand’s intelligence into every post, designed for effortless in-house use without losing aesthetic or tone.
The podcast visuals extend the identity into motion, creating a consistent visual rhythm across Spotify, YouTube and social clips.